Hugo Boss announces ‘360-degree metaverse experience’ with new NFT line
Hugo Boss announced a collaboration with web3 company Imaginary Ones to launch its own NFT line, which will offer a new 360-degree experience of the Metaverse.
This will be the first NFT collection for Hugo Boss and its first experience with Metaverse. The fashion brand said its entry into the Metaverse with a holistic experience is a significant milestone in “refreshing” the brand globally.
Expected to launch in early November 2022, the NFT collection aims to encourage everyone to connect and own their emotions, whether positive or negative.
Project partner Imaginary Ones commented saying:
“The goal of the gathering is to encourage everyone to connect with their emotions, and to share a message that all emotions – positive and negative – are valid and should be embraced, as the freedom to feel and express can significantly improve mental health overall well-being.”
The collection will be titled ‘Embrace Your Emotions’ (EYE) and will include 1001 NTFs with 3D animations. It will also be the first Asia-based NFT project to collaborate with a global fashion brand.
The collection
Each NFT will contain one of six characters. Five of them represent five primary human emotions of joy, sadness, fear, anger and love. A sixth special character will appear to combine all five emotions together.
In addition to raising awareness of mental health and well-being, the collection will also serve a charitable purpose. The sixth special character that combines all emotions will be auctioned on World Mental Health Day, which is October 10. All proceeds from the auction will be donated to Youth Aware of Mental Health (YAM).
T shirts
Physical T-shirts also accompany the collection. A total of 500 T-shirts are open for sale, each featuring one of the emoticons and a QR code that directs users to a Snapchat lens that creates a special effect.
An approval list of 1,000 investors will be created to provide access to the NFT collection, and half of the spots on the list will be given to customers who purchase one of the exclusive T-shirts. The remaining spots will be distributed among investors holding one of Imaginary Ones’ genesis NFTs and participants in activities starting on Imaginary Ones’ Twitter and Discord platforms on October 4th.
EYE NFT holders will receive a 10% discount valid for ten months at Hugo Boss stores worldwide. In addition, all holders will also be able to access Imaginary Ones’ staking ecosystem, which gives holders a set of HUGO x 10 items that include wearables, experiences and other content.
